Privacy Policy
Your closet, and your choices
Last updated: July 21, 2026
Cher (“the app,” “we,” “us”) is operated by Phinke, LLC. This policy explains what we collect, how we use it, who we share and sell it to, and the choices you have. By using Cher you agree to this policy and to our Data Policy.
The short version: Cher may share and sell personal information to third parties, including advertising, analytics, and data partners. You can opt out at any time. See Your privacy choices and rights below.
Information we collect
- Account details. When you sign up we collect your name, email address, and a password (passwords are handled and stored by Google Firebase Authentication, so we never see your plaintext password). If you sign in with Apple, we receive the name and email Apple chooses to share.
- Photos you provide. Photos you take or upload of clothing, tags, and labels so the app can identify items and build your closet.
- Closet and outfit data. The items you save, outfits you create, and details like brand, category, color, and notes.
- Style preferences. Optional preferences you set, such as clothing and shoe sizes, jewelry-color preference, and style types, used to tailor identification and suggestions.
- Usage and diagnostic data. Product-analytics events (for example, which features you use) and crash reports, including a randomly generated identifier tied to your account.
How we use your information
- To identify clothing from your photos and return product matches, images, and shopping links.
- To store and organize your closet, outfits, and preferences across your devices.
- To operate, maintain, debug, and improve the app.
- To build aggregated and de-identified insights about fashion, style, and shopping trends.
- To communicate with you about your account or support requests.
How photos are processed (AI services)
To identify items, Cher sends the photos you provide to third-party AI services for processing: OpenAI (vision, to read tags and identify garments) and Google Gemini (to describe garments and generate clean product-style images). We may also send text queries derived from your photos to web and image search providers (Brave Search and SerpAPI) to find matching products. These providers process the data to perform the requested task on our behalf.
Selling and sharing your information
Cher is offered at low or no cost, and part of how we support it is by sharing and selling data about shopping and style. We may sell or share the following to third parties in exchange for money or other value:
- Aggregated and de-identified data about brands, sizes, styles, categories, and shopping behavior.
- Purchase and preference data, which may include the brands and retailers you buy from or show interest in, your clothing and shoe sizes, your style preferences, and the categories of items in your closet.
We never sell your photos. The images you upload, and any facial or biometric data from them, are used only to run the app and are never sold or shared with data or advertising partners. What we may sell is structured information about products, brands, sizes, and styles, even when it was originally identified from a photo, but never the pictures themselves.
Recipients may include brands and retailers, advertising and marketing partners, analytics and measurement providers, and data partners. We describe these practices in more detail in our Data Policy. Under some privacy laws, this kind of sharing for advertising or analytics is treated as a “sale” or “sharing” of personal information, and you have the right to opt out. Data you bring in by connecting a third-party account, such as Pinterest, is never sold or shared, and is covered separately below.
Connecting Pinterest and other accounts
Cher lets you optionally connect a third-party account, such as Pinterest, to personalize your experience. If you choose to connect Pinterest, then with your permission we access your Pinterest profile and your boards and Pins, including saved Pins, through Pinterest’s API.
We use this information for one purpose only: to understand your personal style and improve the outfit suggestions and closet experience we provide to you. Specifically:
- We do not sell, rent, or license your Pinterest data, and we do not share it with our data, analytics, or advertising partners.
- We do not use your Pinterest data for advertising, retargeting, or to build advertising audiences.
- We access it on a read-only basis and use it only to provide features to you, in line with the Pinterest Developer Guidelines and Platform Policy. Your use of Pinterest also remains subject to Pinterest’s own Privacy Policy and Terms.
You can disconnect Pinterest at any time from Profile → Style preferences in the app, or by revoking Cher’s access in your Pinterest account settings. When you disconnect, or when you delete your Cher account, we delete the Pinterest data we stored, except where we must retain it to meet a legal obligation.
Service providers we share data with
Separate from the partners above, we share data with providers that help us run the app:
- Google Firebase: authentication, database, file storage, hosting, and serverless functions.
- OpenAI and Google Gemini: image understanding and generation, as described above.
- Brave Search and SerpAPI: product search.
- PostHog: product analytics.
- Sentry: crash and error reporting.
Your privacy choices and rights
Opt out of the sale or sharing of your personal information. You can opt out at any time from Profile → Privacy → Do Not Sell or Share My Personal Information in the app, or by emailing info@thinkphinke.com with the subject line “Do Not Sell or Share.” We will honor your request and will not discriminate against you for making it.
You can also view and edit your closet, outfits, and preferences in the app, and delete your account as described below.
California residents (CCPA/CPRA). You have the right to know the personal information we collect, use, disclose, and sell or share; to access and delete it; to correct it; to opt out of its sale or sharing; and to limit the use of sensitive personal information. To exercise these rights, contact us at the email above.
EU, UK, and other regions (GDPR and similar laws). You may have rights to access, correct, delete, port, or restrict the processing of your personal data, and to object to processing or withdraw consent. Where we rely on consent (including for selling or sharing personal data), you may withdraw it at any time.
Data retention and deletion
We keep your data for as long as your account is active. You can delete your account at any time from Profile → Delete Account in the app. When you do, your account is scheduled for permanent deletion and we erase your closet, outfits, photos, and account data after a 30-day grace period. Signing back in within those 30 days cancels the deletion. Some non-identifying, aggregated data, and data already shared or sold to partners, may be retained.
Security
We use reputable infrastructure (Google Firebase) and reasonable measures to protect your data. No method of transmission or storage is completely secure, so we cannot guarantee absolute security.
Children
Cher is not directed to children under 13, and we do not knowingly collect personal information from them or sell it. If you believe a child has provided us personal information, please contact us and we will delete it.
Changes to this policy
We may update this policy from time to time. We will update the “Last updated” date above, and significant changes will be reflected here.
Contact us
Questions or requests about your privacy? Email info@thinkphinke.com.